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Zhi-Qiang Ma

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Review Open access Sep 2026

Drivers of Green Purchase Intention Toward Sustainable Herbal Food Products: An Extended Theory of Planned Behavior Perspective from a Fragile Economy

Purpose: Sustainable herbal food products represent a growing yet under-researched segment of the green food market, particularly in fragile developing economies where consumer awareness and food marketing infrastructures remain nascent. Drawing on an extended Theory of Planned Behavior (TPB), this study examines how t...

Rasheed Abdulwase, Ming-Xing Li, Zhi-Qiang Ma et al. · 0 citations

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